Prepared for Juan M. | Delivered August 11, 2020
Community Building for Mom & Baby Brand
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Support an attempt to build a community for a mom & baby startup brand, via three case studies (at least one of them of a mom & baby brand) that have successfully done this.
Sephora's online communities are called
Sephora Beauty Talk
The former is a forum where users can post questions, leave reviews and share ideas. It currently has over
members, and at any time has about
members active (at the time of this posting, there were
The forum provides a way for Sephora's members to serve as
for the brand, while letting Sephora
figure out early
what customers are looking for and any pain points that they should solve.
In addition, user accounts on the forum are
to their social media pages and their Sephora member cards. This gives Sephora huge insight into their
' demographics, likes/dislikes, and habits.
Lego's online community is called
It's a place where users can
their design ideas, leave feedback, and vote for others'. If Lego decides to produce the set, the creator gets a portion of the sales. The site also runs regular
to keep users interested.
submissions at the time of this writing. The latest ideas that have achieved support (with more than 10,000 votes) were a set for
Vincent Van Gogh
's Starry Starry Night and a
set, meaning Lego will officially review the set for production.
This is a great strategy for Lego, not only to keep users engaged but to create sets that have a guaranteed fan base. So far Lego has made
sets in the past five years from Lego Ideas' community, and
of them sold out.
Johnson's and Johnson's (J&J)
This quintessential mom brand built a huge motherhood community at
It claims it's the world's "
pregnancy and parenting resource". It also claims to have the
app for tracking pregnancy day by day.
This site takes a different approach, in the sense that the brand is almost not present. Moms take center stage. However, J&J still counted it as a key resource for the brand. When J&J relaunched their "No More Tears" line, the website (along with the rest of their BabyCenter online parenting community) was considered as THE
for repositioning. BabyCenter reached
7 out of 10
expecting mothers in 2019. with its full battery of
for its mom community. Aside from the website, they had newsletters, social media channels and apps.
Communities can become a financial asset for brands as well. BabyCenter was sold to Ziff Davis (owners of
) in 2019 for an undisclosed amount.